Sao Paulo Fashion Week Day 3

Dear Shaded Viewers,

Raining in Sao Paulo and a visit with my friends the giraffes.

Erica Palomino, the force behind SPFW Journal and Key Magazine and her assistant, Leon “I am beautiful from every angle, it is genetic” Gurfein who works as her assistant.


Our morning started with a brunch at the flagship store of Oskar Metsavaht, surgeon turned designer. Oskar is the force behind his brand Osklen and is as interested in sports and the environment as he is in fashion. He’s also a director and has a film in You Wear it Well 2. I made him show me his ostrich skateboard cover.
In addition to fashion, Oskar created Institutoe which is a non profit organization based in Rio de Janeiro aiming the promotion, in Brazil and worldwide of the 4 e’s that guide the e-brigard, movement/earth, environment, energy and education plus the e for empowerment.

the University location of the Reinaldo Lourenco’s show.

front row at Reinaldo Lourenco

Reinaldo Lourenco photos by Agencia Fotosite

Reinaldo Lourenco photos by Agencia Fotosite

Fause Haten photos by Agencia Fotosite

Fause Haten photos by Agencia Fotosite

We went to the Grupo Identidade Mada Showroom t see the collections Alexandre Herchcovitch, Fause Haten, Zoomp, Zapping and CLube Choclate.
Fause Haten in his showroom and a fave dress of Alexandre Herchcovitch

Alexandre Herchcovitch sold his signature and diffusion lines to the Identidade Moda holding company rumored to be around several million dollars. Like the LVMH’s of the world, local venture capitalists are investing resources in homegrown brands they believe in. Herchcovitch shows in NYC next month, press by People’s Revolution, and opens a store in Manahattan as well.
Alexandre Herchcovitch showroom and the Zoomp collection designed by Alexandre Herchcovitch


Next stop was the Triton show where the photographers went crazy for the soap opera stars.

the soap opera stars.



Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.